$2.3M earned media value. 218.7M impressions. 628 media placements. Zero paid budget.
UMEH Agency designed and executed a Black History Month campaign for Jessup University that generated massive earned media coverage with zero paid advertising budget, establishing the university as a thought leader in faith-based diversity and inclusion. See the campaign in motion — watch .
The campaign began with zero paid advertising budget and a single objective: position Jessup University as a thought leader in faith-based diversity and inclusion. Every one of the 628 placements, 218.7M impressions, and $2.3M in earned media value had to be earned, not bought.
Built campaign around authentic student and faculty stories rather than institutional messaging
Pitched to 200+ local and national outlets with tailored angles for different editorial beats
Created shareable video, graphic, and written content optimized for organic social amplification
Collaborated with local organizations to co-host events and cross-promote content
Tied campaign moments to trending cultural conversations for maximum visibility
The campaign earned $2.3M in media value with zero paid spend. Coverage reached 218.7M impressions across 628 media placements in local and national outlets. The campaign became the university’s most successful PR initiative to date and established a repeatable framework for future awareness campaigns.
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